Hey You Guys!

It's no secret that I like chocolate. In fact, if we are all trapped there's a better than 50 percent chance that you could spread chocolate all over the floor and let me eat my way through to safety. So, after a long week it was particularly nice to come home to Boston Cream Pie and some Chocolate Indulgence.

Chocolate Indulgence is a Belgian-style stout brewed by Ommegang Brewery made with real Belgian chocolate (per the label). The "indulgence" might lead one to think this beer is rich, creamy, and heavy but it's really not that at all. It pours dark like the night and has a chocolate head that reminds one of pudding. Though not a dessert beer Indulgence goes down smooth after dinner with....well, dessert. The aroma is all Belgian. The taste is mild chocolate with the traditional Belgian musty fruit on the back end. Indulgence goes down easy for a stout with a medium body; nothing overpowering and that's a good thing as I'm not one to share a bomber.

Also, The Goonies is one of the best movies ever.

Sell Out vs Co-Branding

collar & cuffs are white; that's money

One great thing about craft beer is the collaboration. It's rare to see an industry where most of the competitors are also brothers in arms. That collaboration often means co-marketing and, to a lesser degree, co-branding. Drinking Brewery Ommegang's Take the Black Stout inspired us to ask: "when a craft brewer co-brands with big names is it brilliant marketing or selling out?"

We here at Dumbarton's Beer contacted old friend Donny Deutsche, one of America's foremost marketing executives, to ask what one should consider before entering into a co-branding arrangement. I can't talk about this shit. I work for the government; what the hell do I know about marketing? Anyway, some things to consider...

Co-branding fits both brands. I'll be honest, I couldn't even get through the plot summary for Game of Thrones but the images online and on the bottle are how I imagine Cooperstown to look in late August. Seriously, imagine the Ommegang Brewery is the capital of Thrones-ville surrounded by peasants, lots of fields, and a moat. Men with swords, bows and arrows fighting over maidens and speaking in bad Olde English. Also, there's a baseball game at high noon - no gloves allowed.

The quality of the products. You absolutely cannot water down your product (pun intended) in the name of marketing. This is probably more important for the beer than the books/movies. I'm sitting here drinking "Take Black Stout" so I can verify the quality of the beer. It's up to Ommegang standards.

Most importantly, co-branding sells both brands. Game of Thrones is probably going to make some money. The question is are these partners dancing in step or is somebody playing lead? It needs to be clear that both are going to increase sales because of this partnership. Game of Thrones on the label probably helps sell Ommegang and hopefully it goes both ways. However, I'm not convinced that Ommegang is going to inspire craft brew geeks to get into the series.

Ommegang Bangin'

Talk about feeling like you're not worthy to purchase, let alone drink, a beer.  Brewery Ommegang surely is one intimidating brewery.  Their logo is medievil.  Their brew names (Hennepin, 3 Philosophers, Rare Vos) are imposing.  Go ahead, Google image the brewery and prove us wrong.

So, while we've seen Ommegang on the shelf for years the best we could muster was to turn our head low and divert our eyes from the king - well, we assume they're the king because they're always on the top shelf.

The trusty assistant, out on assignment, finally broke the spell and picked up Hennepin for our palette.  Note we pictured it with a red flower to give it an air of comeuppance.  Overall, we like it.  If we didn't - off with our heads.  Hennepin is a Belgian-style saison.  According to Ommegang you "[p]our slowly so as to not disturb the yeast sediment, but with enough vigor to create a luxurious head and realease the rustic bouquet."  Actually, you have little choice but to pour slowly because the head explodes and takes up much of your pint.  If you're not thirsty when you start pouring you will be when you're done.

That said, it is well worth the wait.  Ommegang is right about the "rustic bouquet" upon pouring.  It's a yeasty almost mealy beer.  You could almost call it a bread but the spice is right, which strikes a solid balance with the yeast.  By no means heavy, it's crisp and almost refreshing (even if those words are over-used in the beer world).  It's body is hazy yellow.  Eventually, the head thins out to almost nothing.  That might mean something but not to us.  We find it rather complex - maybe due to our lack of saison experience - but it's smooth and easy to drink with a spicy aftertaste.

Bonus Points: Hennepin is named for Father Hennepin, the Belgian missionary who discovered Niagara Falls.  There is no truth to the rumor that Father Hennepin went over the falls in an old beer barrel.